New Approach for Different Times
For Immediate Release
Those of you familiar with GrovePark Marketing Group might be shocked at the approach I am about to adopt in this time of economic challenge. For many years, I have advocated guerrilla marketing using 60% of budgets for PR and promo (materials) and 40% for paid advertising. Now I say use 70% paid and 30% for PR and promo.
Why this drastic change? You may have heard that all media is suffering from dwindling advertising revenues. For the first time in its history, The New York Times carried paid advertising on page one. The Globe and Mail is trimming back an additional 10%, as is TorStar. All television companies have had dramatic staff reductions in Canada and the US. Even ad spots for the Super Bowl did not sell out immediately for the very first time.
When ad revenue is down, editorial space becomes limited. You will see more outrageous headlines and familiar names being touted rather than introducing new names and faces. Audiences get reassurance from recognizable sources, which are perceived to be reliable. Unless already a household name, it is tough to get press space.
Strategies have to change to accommodate the times. In order to get ahead of the competition, paid advertising will pave the way for editorial recognition. I still say that the media has to be very targeted to the desired end result. This is a constant.
Until our next review, please know that your marketing dollars are in good, experienced hands -- hands that are not tied to traditional approaches. Call anytime to discuss.
Brenda Paterson
President, GrovePark Marketing
(705)640-1054, fx 640-1121
email - info@grovepark.ca
Please take a look at the following spot from a recent ET Canada episode.
